Finding new uses for old products is a good way to create new market position for products. In China, there used to be a manufacturer of "biscuits". At first, it positioned its products as family snacks. Later, it was found that many customers bought them as gifts and positioned them as gifts.
2. Positioning according to specific product characteristics
Many factors that constitute the inherent characteristics of products can be used as the principles on which market positioning is based. For example, ingredients, materials, quality, price and so on. The positioning of "7-up" soda is "non-cola", emphasizing that it is a decaffeinated drink, which is different from cola drinks. Tylenol painkillers are positioned as "non-aspirin painkillers", which shows that the pharmaceutical composition is essentially different from the previous painkillers.
3. Positioning according to the interests of customers.
The benefits provided by products to customers are the most practical ones that customers can experience, and can also be used as the basis for positioning.
Miller, USA, 1975. A low-calorie "Lite" brand beer is introduced, which is positioned as a beer that will not get fat, catering to the needs of those who drink beer frequently and worry about getting fat.
4. Positioning according to user type
Enterprises often try to point their products to a certain type of users, so as to create a suitable image according to the views of these customers.
American Miller Beer Company once positioned its original unique brand "Goldman Sachs" beer as "champagne in beer", which attracted many high-income women who didn't drink beer often.
Later, it was found that 30% binge drinkers consumed about 80% of beer sales. Therefore, the company showed the carnival scene of oil workers after successful drilling and the scene of young people enjoying themselves after sprinting on the beach, creating a "vibrant image". Put forward "Drink Miller when you have time" in the advertisement, thus successfully occupying the beer drinker market 10 years.
After selecting the market positioning target, if the positioning is inaccurate, or if the market situation changes (although it begins to position correctly), if the positioning of competitors is close to the company and occupies part of the company's market, or if the preferences of consumers or users change for some reason and turn to competitors, the extended information company should consider repositioning.
Relocation is a retreat-for-progress strategy, aiming at more effective positioning. For example, when Marlboro cigarettes first entered the market, they were positioned as women, and its slogan was: as mild as the weather in May. However, although the number of smokers in the United States is increasing every year, the sales of Marlboro have been stagnant.
Later, advertising guru Leo Boehner made an advertising plan for Marlboro. He repositioned Marlboro as a manly cigarette, and linked it with the most manly cowboy image in the west, and established the image of Marlboro as free, wild and adventurous, which stood out from many cigarette brands. Since the mid-1980s, Marlboro has been ranked first in the global cigarette sales of all brands and has become the leading brand in the global cigarette market.
Baidu encyclopedia-market positioning
Baidu Encyclopedia-Market Positioning Strategy